GIAF UK: Spring 2015
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Transcript of GIAF UK: Spring 2015
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UPCOMING TALKS
Changes in Mobile Play & its Analytic ImplicationsPhilip Tuck - Head of Business Insight, Gaming Realms
The Trials of Building a Custom Analytics Solution Andres Tallos - CEO & Founder, Fun Fungus
PANEL DISCUSSION
Analytics and Adserving: The FutureExperts from Rebellion, Bee7, InMobi and deltaDNA will look at the issues surroundingthe future of analytics and adserving
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Regionalism and play
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Session time and style.
● Our mobile customers withdraw 50% less net than desktop on near identical like for like deposits● They reverse 33% more money than desktop● They also Churn 10% slower
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Demographics
● Young, evenly split male/female mobile only customers
● Dual desktop and mobile most valuable, majority young and female over all segments
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Changes to CRM
● Changes in session time has created multiple experiences throughout the day – constant touch and churn points require real time algorithms to deal with
● Mobile bonusing very different animal to desktop: well targeted small bonuses creating much larger results than seen previously; badly targeted anything leading to high unsubscribe rates and high churn
● Geo targeting algorithms based around consistent daily touch points exceptionally strong
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© Mintsprint Ltd. 2015
Content
● The context● The challenge● The solution● The learnings● The conclusion
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© Mintsprint Ltd. 2015
The context
mintsprint
My background
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© Mintsprint Ltd. 2015
The challenge
● Goal: Massive multiplayer dogfighting game, able to run on 3G and low-end devices
● Analytics tool had to adapt to:○ All game logic running server-side○ Custom-built technology○ Rapid iterations on game mechanics
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© Mintsprint Ltd. 2015
The solution
● Custom built analytics tool
● Web-based, built with Javascript (Bootstrap + Google Visualization API), PHP & MySQL
● Key features:○ Real-time player activity monitor○ High-level & detailed KPI dashboards,
updated in almost real-time○ Auto-generated reports (eg. marketing
campaign results)
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© Mintsprint Ltd. 2015
The learnings (pros)
Perceived advantages of building our own analytics:
● It forced us to clearly define what we wanted to learn from our analytics
● We got to know exactly what each KPI means (eg. what counts as one player?)
● Observing real-time player behaviour turned out to be really insightful for game design
● Fully customized to our needs
● No need for 3rd party SDKs
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© Mintsprint Ltd. 2015
The learnings (cons)
Perceived disadvantages:
● Significant resource investment
● Hard to get right! (especially scalability & performance)
● Hard to integrate marketing attribution data
● We ended up missing out on features that 3rd party solutions offer as standard (eg. A/B testing, segmentation…)
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© Mintsprint Ltd. 2015
The conclusion
Our takeaways:
● Getting it right takes a lot of effort, and it feels like reinventing the wheel. We probably won’t do it again
● We will, however, try to plan our analytics as if we had to build the tool from scratch, to ensure we are hypothesis-driven rather than tool-driven
● Real-time player monitoring (aka. ‘Big Brother’) will forever be #1 in our ‘analytics wishlist’
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Stephan Ansari, Business Development
Director, Europe at InMobi
John Rankin, Managing Director at
Bee7
Mark Robinson, CEO at deltaDNA
Matt Jeffery, Head of Digital Games
at Rebellion
Discussion
Analytics & Adserving:The FutureLead by:Chris Wright, CTO at deltaDNA
Panelists